Dove has unveiled its latest launch with the new body + mind body wash range, marking the brand’s entry into the premium body wash category.  

The body + mind range is the brand’s first-ever serum body wash format. Holistic wellness meets sensorial selfcare and skincare benefits in this collection to deliver a premium feel at an accessible price.

The body washes feature serum-infused formulations, containing antioxidant-rich vitamin E in 3 mood-boosting fragrances: jojoba oil & coconut milk, dragon fruit & primrose and French lavender & oat milk.  

A £5 million social media campaign will also support the launch, centred around the theme of “Shower on. Stress off”, highlighting how the Dove body + mind collection can help create a calming cleansing routine.  

Libby Shiel, Dove Skin Cleansing & Masterbrand Marketing Manager, says: “By offering superior skincare benefits and a spa-like experience at home, the Dove body + mind serum shower body wash represents a significant step forward in premium body care and helps us engage a new demographic of shoppers. 

“We have drawn on strong consumer insight, including the rise of the ‘spa shopper’ and Gen Z’s interest in more elevated selfcare, to create a product that not only cleanses but also [...] delivers clear beauty benefits along with a mood boosting experience.”  

The Dove body + mind range is now available at grocery and beauty retailers, as well as online at Amazon and Ocado, and is set to launch this year on TikTok shop, RRP £5.95.